Of us, we’re lower than six weeks into 2019 and we have already got our first hearth magnificence anthem. Introducing “Crown,” a brand-new music from Kelly Rowland in partnership with Dove for the pharmacy big’s new “Love Your Hair” marketing campaign. The music has all of the makings of an incredible hit, together with a catchy refrain, killer lyrics, and a contagious beat. Most essential, nevertheless, is that it was impressed by a subject deserving of consideration: hair range.
A part of what makes this marketing campaign so particular is that it stemmed from actual women’ experiences with hair adversity. In reality, the ladies who shared their tales — Religion Fennidy, Tyrielle Davis, and Sarah Orrick, to call just a few — starred alongside Rowland within the music video for “Crown,” which touches on every of their tales. As an example, Religion and Tyrielle had been each despatched dwelling from their college in Louisiana for his or her hair — an all-too-common expertise for college kids within the state, apparently. Why? The administration had determined to ban clip-ins and extensions, and Religion was sporting a protecting type whereas Tyrielle wore extensions. One other lady was bullied and discriminated in opposition to for having pink hair; friends would name her names like “ginger,” which is a standard detrimental nickname related to redheads.
“I like that this marketing campaign is all about instilling confidence on this subsequent era of ladies and inspiring them to face as much as hair stereotypes,” Rowland tells me with a smile so massive I’m wondering if her cheeks damage. We meet within the Penthouse of The James NoMad lodge in New York Metropolis, the place the singer, who’s decked out in head-to-toe white, tells me concerning the music and her experiences bonding with the ladies on set.
“I completely, completely cherished each minute, from filming with the ladies to simply the entire function behind it,” she recollects. “They had been so actual and genuine with themselves at such a younger age, sharing their hair tales and injustices… I used to be simply so impressed and cherished that they jogged my memory of the little lady in me.”
Rising up I noticed nothing however straight hair round me, so I believed that was magnificence.
The wonder business has made encouraging strides lately concerning the illustration of various hair textures — because of numerous creators, celebrities, and activists of colour whose work has helped shatter the notion of “good hair” — however the reality stays that we, as a society, nonetheless have a protracted solution to go. Folks of colour, significantly black people, are disproportionately policed and berated for his or her hair and the way they put on it, whether or not it’s wigs, braids, extensions, locs, cornrows, or simply naturally curly. And that is exactly why discussions like these, led by ladies like Rowland, are so vital.
In reality, throughout our interview, regardless of her mom calling it her “crowning glory” — therefore the music’s identify — Rowland reveals she did not all the time love or settle for her hair. “Rising up, I keep in mind going to an all-white college the place I noticed nothing however straight hair round me, after which I noticed it in magazines and on tv, so I believed that was magnificence,” she tells me. “I feel we’re actually now simply beginning to see women say, ‘Effectively no, I like my hair like this.'”
By way of the writing course of itself, Rowland says she actually appreciated that Dove gave her full artistic management, and truly requested her to jot down the music from her distinctive perspective. “It was actually a private journey; as soon as I found out the identify, I instructed the writers, ‘Let’s go together with crown, let’s go in there and end it up,’ and that is precisely what we did,” she says.